Every new independent shop, e-commerce site and specialised floor within a department store will claim to be a ‘destination for exciting contemporary fashion’, but none so much lives up to this as MACHINE-A (that’s why we’ve lifted that phrase directly from the press release). So yeah, it hasn’t actually opened yet, but the brands it’s set to stock speak for themselves. From Fashion East’s babes Agi & Sam, Shaun Samson and newbie Ashley Williams, to Chalayan, Raf Simons and Mugler, this place has got it going on.
Originally a concept set up by Stravos Karelis in 2008-the former shop space was named Best New Shop in London for 2010 by Time Out-the new store will open its doors at 13 Brewer Street this Sunday, with a launch event that sees Sibling’s Cozette McCreery behind the decks; Sibling being just another brand to be found on their shelves. Being all modern and whatnot, there will of course be an e-commerce site for those not London locals.
Working with Karelis as Co-Director and Style Consultant is the mega stylist Anna Trevelyan, (who also happens to work alongside our own Matthew Josephs for Nasir Mazhar, another brand they’ll stock). With photographer Meinke Klein, she’s responsible for the campaign image above. Add PR team Ella Dror and Ashley Smith to the mix, and you’ve got a one shop happy family.